Marketing (10th ed )

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Language: Anglais
Cover of the book Marketing (10th ed )

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672 p. · 21.6x27.6 cm · Paperback
This best-selling, brief text introduces marketing through the lens of creating value for customers.

Today's marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows readers how customer valuecreating it and capturing itdrives every effective marketing strategy.

The tenth edition features a new learning design and integration with mymarketinglab, Pearson's online homework and personalized study tool.
Part 1 Defining Marketing and the Marketing Process
1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2 Understanding the Marketplace and Consumers
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Understanding Consumer and Business Buyer Behavior
Part 3 Designing a Customer-Driven Marketing Strategy and Marketing Mix
6. Customer-Driven Marketing Strategy: Creating Value for Target Customers
7. Products, Services, and Brands: Building Customer Value
8. Developing New Products and Managing the Product Life Cycle
9. Pricing: Understanding and Capturing Customer Value
10. Marketing Channels: Delivering Customer Value
11. Retailing and Wholesaling
12. Communicating Customer Value: Advertising and Public Relations
13. Communicating Customer Value: Personal Selling and Sales Promotion
14. Direct and Online Marketing: Building Direct Customer Relationships
Part 4 Extending Marketing
15. The Global Marketplace
16. Sustainable Marketing: Social Responsibility and Ethics

APPENDIXES
Company Cases
Marketing Plan
Marketing by the Numbers
Careers in Marketing